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If you're a marketing professional, an Executive or a shareholder in a company that a significant amount of money on advertising and promotions, here are a few tips that you can think.
If you are why you should invest 10 minutes reading the musings of a stranger wonder itself, consider my dubious distinction. I was once the youngest vice president of the world's oldest advertising agency. Our creative team In Indonesia made us the most award-winning Agency year after year. The Department of media gave birth to what is today the nation's largest media buyer.
I am now a researcher and this transition from the "fiction" to "fact" was life changing. I can make fiction as anyone, but I also know that I have to stick to the facts. If you believe that good advertising — plans and ideas — should be based on the truth, read on.
If you already have an agency to have or plan to hire a, I suggest that you follow these five questions to the team.
How well do you know really this country?
This country is rapidly changing social, economic and political. Today, steady migration has made the country approximately 50; rural to urban. The 20 largest cities only account for 27 percent of the urban split Indonesia — the other 23 in secondary cities and towns live. Despite this limited many advertising agencies turned to the 15 largest cities.
Would an individual running for president only aim his campaign on just 27% of voters? If the team is not traveled outside of the big cities, you have to worry. As the source of their knowledge limited to only a few cities, you should be very concerned. When they tell you that it's the big-city dwellers that the trendsetters — and no one else really important — you should end your relationship.
The ignorance that such arrogance spawns is detrimental to the health of your business. Nothing would be more harmful; Nothing could be further from the truth. Too often, too many conversations in the ivory towers of Jakarta based on yesterday's myths and contemporary fiction.
How well do you know my customers — my leads, my expired customers — and my competitor customers?
Most advertisers and their agencies have been able to answer these questions with hard numbers and sharp insight. Today, it is possible to say that its 3.2 million regular users of Pantene shampoo that women in the age group of 14-17.
But if a media plan aimed at reassuring this young group of users was based only on television audience Ratings (TAM), chances are that a program like Indonesian Idol would not be included.
That's because it would not have the Top 10 programs measured by the demographic driven TAM, even though it is sixth on the "really love to watch" list of these sharply defined target audience
Depending on your business target group definitions today can look as focused as "people want to open a savings account" or "infidels the Toyota Yaris", or "calorie conscious buyers who are" Indomie and connect them to Web sites they are visiting.
Both weapons are deadly, but there are large differences in the possibilities of a sawn-off shotgun and a sniper rifle.
How do you keep a finger on the pulse of the changing society? How it changes, which is to stimulate the changes, where are those changes that are taking place and how should we respond?
For anyone to say "to review annually" is enough in todays ever-changing environment is the same as saying "we can wait until a competitor has eaten up our market share". How can a review once a year, prevent erosion of a competitive new product launch, a game-changing introduction of new technology or even a very effective promotion that encourages switching?
Many of the strong add inches to their waistlines expanding middle class, raising awareness of calories and weight-related concerns. Attitude to credit change, such as the visibility of the hijab is. Add to this complexity, the all-encompassing impact of the smartphone phenomenon and rapidly changing consumer behaviour.
Know your agency how much money online is published by the Indonesians last year, or in the last quarter? Or what they spent their money? To say that an annual survey in a handful of large cities is sufficient to keep your business, only adds insult to injury; Show the door.
How do you measure periodic rate of return on the investment? You have the tools to illustrate the impact of our advertising rupiah and see what works and what doesn't?
There was a time when questions like these were difficult to answer. No more. For every rupiah paid to communication with a sharply defined target audience, can accurate answers are provided to show return on investment (ROI). Course corrections can be made, at least every 90 days. This is not a far-fetched theory of a country far away.
There are agencies that have done this for their clients for years. I'd like to make the introductions.
You want to be treated as a partner? Want a long-term relationship?
Too many advertisers continue making the costly mistake of buying media, cheap; cheap can be wasteful and out of place. Remember that old saying, "pay peanuts and get monkeys"? If you think that bigger is better, you are on the wrong track. Faced with cost-driven annual pitches, too many advertising agencies have little or no loyalty to their customers today. Agency for big or small, there's really no difference. If you stick to old random benchmarks and ask for gross points per kilo, are you stuck in a time warp.
Television is still a powerful medium for most marketers, so most agencies will do your bids uncritically and waste your money for you. convergence happens; Remember that the smartphone is not just a phone, it's a computer. Are you ready?
One last point: the mutual respect that are used to the invaluable adhesive is unfortunately absent in most client-Agency relationships today. By the time a newly appointed Agency has learned the most important lessons that your future, is the company for yet another pitcher. More often than not, the cheapest offer WINS. But how do you know that you win, not lose? Think again.
These conclusions are based on the Roy Morgan single source. More than 26,000 respondents are interviewed each year, week after week. The data reflect expected to be 87 percent of the population aged 14 years and older.
The writer can be contacted at Debnath.Guharoy@roymorgan.com
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